How to Not Bore Your Blog Readers
You just finished posting a new blog on your website. You scan over your words and feel the information is helpful and aligns with your digital strategy. And, you can’t wait for people to read it.
So you post to your organization’s Facebook and Instagram pages, and now it’s time to wait.
After a week, you log in to Google Analytics to see how well the blog is doing. You smile when you see the page has received hundreds of page views. But then you notice the bounce rate and average time on page.
Why are people coming to the blog but not staying long enough to read it? It’s likely that your content is not resonating with your readers.
But — don’t worry! We have some tips for keeping your reader’s eyes on your page.
How to Not Bore Your Readers
1. Conservational Writing
Instead of getting caught up in the motions of high school English class — ‘oh man is that a dangling modifier?’ — focus on writing the way you would talk in a conversation.
That means contractions — i.e. “can’t,” “won’t,” “you’re” — are free to use. You should also use “you” in your writing to address the reader.
2. An Enticing Introduction
A common mistake — you’ll notice it all the time from now on — blog writers make is using the introduction as a spot to talk extensively about what they are going to talk about within the body of the blog.
Do you see the issue? We live in a fast-paced world; your readers don’t want you to tell them what you’re going to talk about — just talk about it.
Instead, use this space for hooking your readers. Some ways you can do this:
• Use sensory language: Words that evoke the five senses
• Paint a scene: “Imagine” is a great word to help readers to visualize themselves there
• Empathize: Make it clear you understand their frustrations and let them know you have the solution
3. Use Whitespace
Writing a blog isn’t the same as writing an academic essay; you don’t need to adhere to the classic 5 sentence paragraphs. In fact, you shouldn’t.
One rule of thumb is to never have more than six lines of text in a paragraph. I use that number as my absolute cut off, but my paragraphs are usually much shorter.
Why do I recommend this? The extra white space makes it easier to read your content on all devices. In a world full of scrolling, short paragraphs make it more enticing to get through an entire article.
To apply this in your writing, go ahead and hit “enter” when you start a new thought or idea. Yes, even if your “paragraph” is only one sentence.
4. Avoid Jargon
You’re an expert in what you’re writing, but that doesn’t mean you should be using industry jargon.
Jargon can be intimidating. Worst case scenario; your readers will leave your page because they won’t understand what you’re saying. Assume your readers don’t know anything about your industry but don’t talk to them like they’re stupid.
If your industry has specific jargon that you can’t avoid, use it as an opportunity to educate your readers. Write a blog outlining and defining common jargon and link to it anytime you use one of those terms. This will ensure your readers can easily learn what you’re talking about.
5. Watch Your Length
Once your blog reaches 500 words, take a critical look at the rest of your writing. Longform content does have its place in your digital strategy, but sometimes it makes more sense to break up a topic into multiple blogs or a series of posts.
It can be frustrating when you spend hours creating a blog that your visitors aren’t reading. If people are making it to the page but are not staying on the page long, you should take a critical look at your writing. Evaluate each article with these five tips and you’ll feel confident to press “publish” from here on out.
Blogging is an important part of an organic SEO digital strategy. If you can’t seem to make the time to write blogs for your business’s website, consider hiring a content marketer professional to help. Feel free to contact us for a quote.